نوع مقاله : مقاله پژوهشی
نویسنده
گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران .
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Promotion mix is the process of convincing a potential customer to buy a product. Achieving competitive advantage, customer orientation, and promotion mix require the right conditions and conditions, which is one of the factors influencing management leadership style. Therefore, the present study investigates the effect of leadership style on promotion mix of dairy products with the mediating role of customer orientation.The research was applied in the field of research in terms of type and it was a survey and according to the type of analysis the results were descriptive and correlational. The population consisted of 1200 employees, experts and managers of Moghan Agriculture and Animal Husbandry Company. Using Cochran formula, 291 individuals were selected as sample size by stratified random sampling. Structural equation modeling is used to investigate the relationships between variables using SPSS, LISREL software. The findings showed that leadership style has a positive and significant effect on promotion mix of agricultural products of Moghan Company. The results also show that customer-oriented variables play a mediating role between leadership style and promotion mix. And among the four leadership styles, based on the measurement model supportive leadership has the most impact on promotion mix. According to the findings of this study, leadership style of a person whose behavioral pattern when directing the activities of others and the organization that he / she demonstrates can be effective in promotion mix and customer orientation.
کلیدواژهها [English]
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